TiVo says research shows that DVR-equipped viewers are watching more recorded TV and TV from over-the-top TV services like Netflix than live TV.
Nearly two-thirds of the viewing on Web-connected TiVo units is now delayed television or on-demand video via broadband service. Only 38% of viewing is live. TiVo says the research comes from anonymous usage across some 2 million TiVo devices on a second-by-second basis.
These TiVo units provide access to Netflix, YouTube, Hulu Plus and other video options. Among those TiVo subscribers that used these services, live viewership is even lower at 27%.
Tara Maitra, senior vice president and general manager of content and media sales for TiVo, stated: "The trend here is obvious. For most of their video, these consumers prefer to watch on-demand, whether it's recorded off the air, cable, satellite or delivered via broadband."
Various research now shows that DVR units are in 45% to 50% of U.S. TV households.
Tom Rogers, president and chief executive officer of TiVo, added: "The reduction in time spent watching live TV has huge implications for commercial ad delivery, how consumers search and find programs, and the role of networks in the carriage of shows, all of which require the industry's increased focus."